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Bell Media debuts new television advertising format

Bell Media of Toronto has introduced a new television advertising format which it calls "SuperPods." The format will feature a single advertiser per commercial break, while the 30-second creative will be designed to match the narrative of the program in which it appears. According to the company, the format is intended to produce a "more seamless and engaging experience between the commercial content and program."

The first advertising to make use of the format is Chevrolet Canada, which is conducting a campaign called "The Chevrolet Race" during episodes of The Amazing Race Canada. The winner of the Twitter-based contest promotion will receive a Chevrolet Traverse. The campaign was developed in-house by the Bell Media Agency.

"Advertisers have been challenging the industry to build exclusive and engaging content for their brands and audiences," said Darryl Coburn, vice-president of national television sales at Bell Media. "The Bell Media SuperPod delivers a unique opportunity for clients to extend their brand's messaging beyond the typical commercial break while offering viewers continuous engagement with their program. We're looking forward to rolling out this experience with more clients in the near future."